【正文】 the Gulf States) （除歐美外，亞洲，南美，南非和海灣地區(qū)） OM Initiative 奧美發(fā)起 Ogilvy Mather Core Truths 1. Kleenex is a global “Trustmark” 全球性的“信任標(biāo)志” ? “ It’s a brand that’s stood the test of time.” (South Africa) ? “It sets the standard for quality” (Mexico) ? “I grew up believing it is the real thing .... it’s the bridge to our past and our heritage.” (Middle East) ? “It’s a trusted, reliable name ... it’s the best.” (Australia) ? “Kleenex is a sure buy... there’s no risk.”(Brazil) ? “It’s imported and classy.” (Thailand, Taiwan) Ogilvy Mather Core Truths 1. Kleenex is a global “Trustmark”(cont) ? In many markets, Kleenex is a “badge”....“It says I’m quality conscious ... it upgrades me to be a Kleenex person.” (South Africa) ? “If I see Kleenex in someone’s bathroom, I know the person is of high value/status.” (Germany) ? “It is proof of good taste.” (France) Ogilvy Mather Core Truths 2. Kleenex means “clean” Kleenex 意味著“干凈” ? “ The name is Kleen...ex. That says pure.” (Korea, Malaysia, Thailand) ? “It’s crystal clear waters, pine trees, snow.” (UK) ? “The brand name municates its purpose... to be clean, cleaner than all the petition.” (Costa Rica) ? “It’s hygienic for you and your kids, even for emergencies.” (Germany) ? “My daughter got a fly in her eye, it’s a delicate area and I wanted the best. Something sterile, clean, soft.” (UK) .... . Ogilvy Mather Core Truths 3. Kleenex has “always been there” Kleenex “ 一直伴隨著我” ? A brand with heritage: “It’s been around forever.” (Malaysia) ? “It pioneered facial tissue and made using a handkerchief unclean.” (Brazil) ? An ubiquitous brand: “In the kitchen, in the bathroom, in the bedroom, in the car.” (Costa Rica) ? “You appreciate Kleenex most when you discover she isn’t there for you.” (Europe) Ogilvy Mather Core Truths 4. Kleenex evokes the fondest memories Kleenex “ 喚醒最深的記憶” ? “ When I got my first paycheck, I surprised my girlfriend with a box of Kleenex. I was so proud.” (Korea) ? “My friend brought a box of Kleenex to the cinema...and we all cried through Forrest Gump.” (Germany) ? “I really needed Kleenex when I lost my first love...” (France) ? “I wrote my phone number for a guy on myKleenex.” (Brazil) Ogilvy Mather Core Truths 4. Kleenex evokes the fondest memories (cont) ? “At family dinners, Kleenex is always at the center of the table.” (Asia) ? “It’s my little indulgence. It pampers me. The fort of a soft touch in today’s harsh world.” (South Africa) Ogilvy Mather Core Truths 5. Kleenex means “home” Kleenex 象征著“家” ? “ It’s a luxuriously soft and cozy forter.” (France) ? “It’s a little piece of order and calmness amidst the storm.” (.) ? “A gentle, caring mother who’s sometimes taken for granted.” (.) ? “It’s having someone wipe away your tears.” (Asia) ? “The last thing my mother put in my lunch box every day.” (Bahrain) Ogilvy Mather Core Truths 6. Kleenex “knows you” Kleenex “ 了解你” ? “ Kleenex could write my biography.” (Saudi Arabia) ? “I grew up with Kleenex, it’s been there for me constantly... in good times as well as bad.” (Philippines) ? “Kleenex is caring and tender...an earnest, genuine friend.” (Hong Kong) ? “Kleenex is my ally, my guardian angel.” (Costa Rica) Ogilvy Mather Core Truths 6. Kleenex “knows you” (cont) ? “Kleenex is like a mirror that reflects me...” (Mexico) ? “Kleenex is a reflection of all the little things in life that are important to me.” (Australia) Ogilvy Mather Core Truths 7. Kleenex never “takes over” Kleenex 從不“強(qiáng)取” ? “ She provides soft fort to the vulnerable around her. Her silent strength exudes character and confidence.” (Malaysia) ? “True strength can afford to be delicate.” (South Africa) ? “Like an honorable gentleman... whose noble cause it is to serve everyone else.” (Colombia) ? “Kleenex embraces me with the softest hand to reassure me.” (Korea) Ogilvy Mather Core Truths 8. Kleenex says “everything’s going to be fine” Kleenex 說“一切都會好起來的” ? “ For better, for worse, in illness and in health, Kleenex will be there for me.” (Costa Rica) ? “A cherished dose of hygiene and fort that makes sure I get it all sorted.” (.) ? “Each reach for a Kleenex is a moment of trust that things are well in hand.” (North America) ? “Kleenex gives you back your “clean” look。 當(dāng)我的皮膚需要保護(hù)和營養(yǎng)時(shí)，它承諾給我重新滋潤。 00:03:3100:03:3100:03Friday, March 3, 2023 ? 1乍見翻疑夢，相悲各問年。 00:03:3100:03:3100:033/3/2023 12:03:31 AM ? 1成功就是日復(fù)一日那一點(diǎn)點(diǎn)小小努力的積累。 上午 12時(shí) 3分 31秒 上午 12時(shí) 3分 00:03: ? 楊柳散和風(fēng)，青山澹吾慮。 2023年 3月 上午 12時(shí) 3分 :03March 3, 2023 ? 1業(yè)余生活要有意義，不要越軌。 00:03:3100:03:3100:03Friday, March 3, 2023 ? 1知人者智，自知者明。 2023年 3月 3日星期五 上午 12時(shí) 3分 31秒 00:03: ? 1楚塞三湘接，荊門九派通。 2023年 3月 上午 12時(shí) 3分 :03March 3, 2023 ? 1行動出成果，工作出財(cái)富。s “What’s Hot” 從“財(cái)富”雜志的“恐龍”變成“在線”雜志的 “熱門” Ogilvy Mather Results ? Financial World’s Most Valuable Brands: “ 財(cái)政世界”雜志最有價(jià)值的品牌： ? From 293 in ‘94 to 3 in ‘96 從第 293位升至 1996年的第 3位 ? Stock price remains at all time highs 股價(jià)持續(xù)最高 Ogilvy Mather ? 靜夜四無鄰，荒居舊業(yè)貧。 當(dāng)我的臉因清洗而干燥時(shí)，它承諾給我補(bǔ)充滋養(yǎng)。這一點(diǎn)從來不會公開宣揚(yáng)。 ? 你必須了解自己要在這段過程中 尋找 什么 ， 才知道怎么用。 ? 一個(gè)活絡(luò)，持續(xù)的計(jì)劃，去涵蓋所有品牌相關(guān)的活動。 Ogilvy Mather 結(jié)果 在 KCRC形象調(diào)查的結(jié)果顯示，有關(guān)服務(wù)屬性 的分?jǐn)?shù)都有改善。 ? 開發(fā)隨身包與隨身杯，并藉之舉辦愛，分享，行動的慈善活動 . ? 麥斯威爾成為極具威力的品牌，緊追雀巢咖啡 Ogilvy Mather 1988年 1989年 ? 市場許多咖啡品牌，雀巢的價(jià)格下降。 ? 理性利益點(diǎn) －－供電持久 ? 廣告執(zhí)行 －－有趣的電動玩具， Logo的呈現(xiàn)相同 Ogilvy Mather 好奇紙尿褲 ? 定位／價(jià)值 －－快樂寶寶 ? 情感利益點(diǎn) －－滿足媽媽對寶寶快樂成長 的希望 ? 理性利益點(diǎn) －－防滲漏（在中國：干爽） ? 廣告執(zhí)行 －－寶寶演出的成人世界 舉例 Ogilvy Mather 成功的品牌故事 Ogilvy Mather 麥斯威爾咖啡 Ogilvy Mather 1982 年臺灣的冬天好冷，雀巢當(dāng)時(shí)等于是咖啡的代名詞